One of the things I worked on during my tenure at PEAK6 was to facilitate the launch of a new website property called "WeSeed". WeSeed sought to completely rethink the way newbie investors could learn about the stock market by creating a virtual online trading platform that was user-friendly, based on the very same market data feeds that OptionsHouse used, but organizing it in a way that aligned with how consumers think about the products they consumed. The metaphors we used were more retail consumption-oriented than institutional investor-oriented, and WeSeed made buying stocks as familiar as adding a product to a shopping cart. Industry sectors were called "passion areas", as WeSeed felt that people were more apt to invest in companies whose products they were already familiar with. I designed a pre-launch version of WeSeed, working out the translation of the OptionsHouse virtual trading engine into an accessible retail user experience, and worked with the educational and marketing arms of WeSeed to develop the brand and marketing personality and voice.